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When it comes to building anything in the Digital Marketing channels, instead of asking, "what are we doing on Facebook (or insert any other online social network here)?" ask, "why should we be on Facebook (or insert any other online social network here)?" Remember, "what" is a tactic and "why" is the strategy. Tying your strategy into your over-arching business goals will drive real results (and yes, that will make you money).